American Ghost Walks

What American Ghost Walks does

American Ghost Walks, operating as Huberty LLC, is a privately held multi-city ghost tour company founded by siblings Mike Huberty (Madison, 2010) and Allison Jornlin (Milwaukee, 2008). The company sells guided haunted-history tours directly to consumers across more than 25 destinations in seven U.S. states plus Puerto Rico and the U.S. Virgin Islands, including flagship bus-tour products in Chicago (Original Chicago Hauntings Ghost Bus, Devil in the White City, Resurrection Mary) and Minneapolis, alongside walking tours in Madison, Milwaukee, Bar Harbor, Hollywood, Hilo, Kailua-Kona, San Juan, Charlotte Amalie, New Orleans, and others. Tours are priced on a unit basis from $20 for short walking experiences to $89 for full-day bus adventures, with private/corporate/bachelorette group tours offered as custom-priced add-ons; gift cards are sold as cash-equivalent vouchers. The company has grown through a roll-up strategy, acquiring four independent regional operators between 2021 and 2022 (Chicago Hauntings, Haunted Hometowns, Bayfield Ghost Walk, and Red Cloak Tours), and expanded organically into New Orleans and Los Angeles in 2023, with a new Minneapolis Ghost Bus Tour launched in 2024.

The core technology stack is intentionally lean: bookings are processed through the third-party TripWorks widget embedded on the company's website, with phone and email as alternative contact channels, and marketing relies on SEO, a 57+ article blog, a 10,000+ subscriber newsletter, Google AdWords remarketing, and earned media. There is no proprietary software platform, mobile app, or disclosed AI/ML capability; the competitive moat is built on 14+ years of original researched content, recognizable local historian talent (e.g., Ursula Bielski, Diane Ladley, Sally Lobkowicz), and the Shark Tank "Sharkoween" national television exposure from October 2023. No venture capital or private equity funding has been disclosed, and ownership remains concentrated with the founding siblings. Revenue is not publicly disclosed; the company is unprofitable by venture-backed standards but operates as a lifestyle/small-business tourism operator with a heavy seasonal skew toward Halloween.

Name

American Ghost Walks

Legal name

Huberty LLC

Website

https://americanghostwalks.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

American Ghost Walks operates a network of 25+ guided haunted-history walking and bus tours across seven U.S. states, Puerto Rico, and the U.S. Virgin Islands, selling tickets direct-to-consumer via its website to tourists, locals, and private/corporate groups seeking researched paranormal experiences.

Ownership category

akta.pro rank

Product category

Ghost Tour and Haunted History Experience Services

NAICS

Tour Operators (561520), Tour Operators (56152), Scenic and Sightseeing Transportation (487)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Night Tours (Illuminations, Ghost & Legends) (THAJAAAH)

akta.pro secondary industries

Walking City Tours (Highlights & Orientation) (THAJAAAA), Private Guided Tours & Personal Tour Guides (THAJALAA), Cultural Heritage & Historic District Tours (THAJAAAB)

Keywords

• Ghost tour experiences
• Haunted history tours
• Paranormal walking tours
• Guided ghost walks
• Historical sightseeing tours

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices24 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Ghost Tour Ticket Sales: Primary revenue stream from selling tickets to guided ghost tours across 25+ destinations. Tours range from walking tours (90 minutes to 2 hours) to bus tours (3-4 hours). Pricing varies by tour type and location, from $20 to $80+ per person.
2. Gift Certificates: Gift cards sold in specific dollar amounts usable on any tour, functioning as 'same as cash' vouchers. Purchased through the TripWorks booking widget.
3. Charitable Donations Program: Company contributes free tickets and donations to community and charitable causes, which may serve as marketing/PR rather than revenue generation.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

American Ghost Walks sells tickets to guided ghost tours and haunted history experiences across 25+ destinations in the United States, Puerto Rico, and the U.S. Virgin Islands. Tours are delivered in walking, luxury coach bus, and ghost hunt formats lasting between 1 and 4 hours (or full-day for select experiences) and feature expert guides narrating researched, verified stories of local hauntings, dark history, and paranormal encounters. The company also offers private and group tours, corporate events, bachelorette ghost tours, and gift certificates.

Product overview

American Ghost Walks operates as a ghost tour and paranormal experience platform offering guided tours across 10+ destinations in the United States and Caribbean. The core product consists of walking ghost tours and bus ghost tours led by expert guides who share researched, verified stories of true hauntings, dark history, and paranormal encounters. Key flagship products include The Original Chicago Hauntings Ghost Tour (a 3-hour luxury coach experience in its 24th year), the Milwaukee Ghost Tours (originally founded by Allison Jornlin in 2008), and the Madison Ghost Walk (founded by Mike Huberty in 2010). The portfolio includes location-specific tours such as Aurora Hauntings, Minneapolis Ghost Walks, San Juan Ghost Walk, and Hollywood Boulevard Ghost Walk, as well as specialty products like The Devil in the White City Bus Tour, The Resurrection Mary 4-Hour Bus Tour with pub stop, and ghost hunts combining paranormal investigation with historical storytelling. Additional services include private and group tours, corporate events, bachelorette ghost tours, and gift cards. The company has grown through acquisitions including Chicago Hauntings (2021), Red Cloak Tours in Maine (2022), and the addition of Los Angeles and New Orleans locations in 2023.

Differentiator

Problem solved

Functional benefit

Brands

• Chicago Hauntings: Original Chicago ghost tour brand founded by Ursula Bielski, now operated as a subsidiary brand under American Ghost Walks, featuring bus tours of Chicago's most haunted locations.
• Haunted Hometowns
• Red Cloak Tours
• Bayfield Ghost Walk

Products and services

• Walking Ghost Tours Guided walking tours through historic neighborhoods and haunted locations in 10+ U.S. destinations plus Puerto Rico and the U.S. Virgin Islands, featuring true stories of hauntings, dark history, and paranormal encounters narrated by expert guides. Tours run 1 to 2 hours.
• Bus Ghost Tours Luxury coach bus tours offering 3-4 hour immersive experiences visiting multiple haunted sites with stops for walking exploration, including the Original Chicago Hauntings Ghost Bus, Minneapolis Ghost Bus Tour, Devil in the White City Bus Tour, Resurrection Mary Bus Tour with Pub Stop, Los Angeles Hauntings Ghost Bus, and Krampusnacht Bus Tour.
• The Original Chicago Hauntings Ghost Tour 3-hour fully-narrated haunted history bus tour of Chicago by luxury coach visiting the city's most actively haunted places including the Eastland disaster site, Death Alley (Iroquois Theatre Fire location), St. Valentine's Day Massacre site, and Resurrection Mary landmarks. Priced $49-$57.31.
• Aurora Hauntings Ghost Walk 2-hour ghost walk of Aurora, Illinois (the "City of Cemeteries") with EMF ghost meters, exploring the haunted 150-year-old roundhouse, Riverwalk, Stolp Island, and sites of shocking murders and ghastly crimes. Priced around $35.08.
• Aurora Two Brothers Roundhouse Ghost Tour and Investigation 1.5-hour lantern-led ghost tour inside Aurora's historic Two Brothers Roundhouse with opportunity to conduct paranormal investigations, hosted by Diane Ladley. Priced $25-$29.24.
• Prairie Avenue Ghost Hunt Ghost hunt tour on Chicago's Millionaire's Row (Prairie Avenue), meeting the ghosts of the Gilded Age including Marshall Field, George Pullman, and Philip Armour, combining haunted history with ghost investigation techniques. Priced around $40.91.
• The Devil in the White City Bus Tour 3-hour bus tour exploring Victorian-era Chicago's dark history behind H.H. Holmes, the city's notorious "Murder Castle," and sites that inspired "The Devil in the White City" book. Priced $59.
• The Resurrection Mary 4-Hour Bus Tour and Pub Stop 4-hour bus tour exploring one of Chicago's most famous ghosts, "Resurrection Mary," along Archer Avenue, with stops at haunted pubs including Chet's Melody Lounge and The Irish Legend. Priced $69-$80.69.
• Milwaukee Shadow of City Hall Ghost Walk Walking tour featuring stories of curses, tragedies, and hauntings tied to Milwaukee City Hall, the notoriously haunted Pfister Hotel, and a bar with a 121-year-old mummified cat mascot. Developed by Allison Jornlin, Brew City's original ghost historian.
• Milwaukee Third Ward Ghost Walk Walking tour through Milwaukee's "Bloody Third" arts district, exploring the neighborhood's violent gangster past, mafia operations, and paranormal encounters at the Skylight Opera Theatre, Italian Community Center, and other haunted locations.
• Madison Lost Souls of State Street Ghost Walk 90-minute walking tour through Madison's entertainment district featuring dive bars, haunted theaters, and wicked tales including the Orpheum Theatre's ghost Pete the Projectionist. Priced $25-$35.
• Madison UW Campus Ghost Walks Walking tour exploring ghosts, true crime, and superstitions at the University of Wisconsin campus, including Vilas Hall, Science Hall, Memorial Library, and Abraham Lincoln statue sites.
• Minneapolis Ghost Walks Walking tour introducing downtown Minneapolis's unique heritage with tales of haunted history, ghost stories, local folklore, and recent paranormal activity reports. Priced from $30.
• Minneapolis Ghost Bus Tour 3-hour haunted history bus tour through Minneapolis's most haunted destinations including Foshay Tower, Minneapolis City Hall, the Soap Factory, First Avenue, and sites related to the Harry Hayward murder case. The only bus tour specializing in haunted tales in Minneapolis. Priced $59.
• Wiscasset Ghost Walk Walking tour through Wiscasset, Maine ("the Prettiest Town in Maine") featuring true tales of witches, ghosts, pirates, the undead, and the Spiritualist Movement influence on the area. Originally created by Sally Lobkowicz of Red Cloak Tours.
• Hollywood Boulevard Ghost Walk Walking tour exploring the haunted side of Hollywood Boulevard with true stories of tragic starlets, infamous schemers, and unexplained encounters tied to Hollywood's rise and excess. Priced $35.
• San Juan Puerto Rico Ghost Walk Nightly walking tour of Old San Juan exploring stories of piracy, mysterious disappearances linked to the Bermuda Triangle, cursed stones, and legends tied to the city's oldest landmarks. Priced from $34.99 to $49.
• Private & Group Tours Fully customizable ghost tour experiences for private groups including friends, family, birthday celebrations, and special occasions, with tailored storytelling, route, and energy to fit group preferences. Custom pricing.
• Corporate Events Team-building ghost tour experiences for company outings and corporate events, offering memorable company gatherings with expert guides. Custom pricing for group bookings.
• Bachelorette Ghost Tours Specialized ghost tour experiences for bachelorette parties and group celebrations, marketed as a unique alternative group activity with custom pricing.
• Gift Cards Gift certificates available in specific dollar amounts usable on any tours, functioning as cash equivalents for tour experiences, purchased through the TripWorks booking widget.
• Lake Geneva Chills Ghost Tour Winterfest 30-minute condensed ghost tour offered during Lake Geneva's Winterfest, exploring the town's most haunted locations with winter-themed storytelling and paranormal experiences.
• New Orleans French Quarter Ghost Walk Private guided walking tour of the New Orleans French Quarter, exploring the area's haunted history and voodoo culture with reservation-only booking and custom pricing.
• Los Angeles Hauntings Ghost Bus Los Angeles' only haunted history bus tour, developed by Scott Markus of What's Your Ghost Story, covering the city's haunted sites.
• Hilo Ghost Walk (Hawaii Big Island) Nightly ghost walk on Hawaii's Big Island exploring local folklore including 'aumakua, 'uhane, and akualele. Priced from $59.
• Kailua-Kona Ghost Walk (Hawaii) Hawaii ghost walk covering Night Marchers, ancient deities, and island legends. Priced from $59.
• Juneau Alaska Ghost Walk Nightly ghost walk in Juneau, Alaska offered at 7:00 PM. Priced $30.
• Ketchikan Alaska Ghost Walk Alaska ghost walk in Ketchikan, exploring haunted frontier legends, cryptids, and Gold Rush spirits.
• Bar Harbor Ghost Walk (Maine) Maine coastal town ghost walk offered nightly at 6:30 PM and 8:30 PM through the Red Cloak Tours acquisition.
• Boothbay Harbor Ghost Walk (Maine) Maine coastal town ghost walk offered nightly at 7:00 PM through the Red Cloak Tours acquisition.
• Kennebunkport Ghost Walk (Maine) Maine ghost walk offered select nights at 7:00 PM through the Red Cloak Tours acquisition.
• Portland Old Port Ghost Walk (Maine) Old Port Ghost Walk in Portland, Maine, exploring local legends and haunted history.
• St. Paul Summit Avenue Ghost Walk (Minnesota) Minnesota ghost walk through St. Paul's Summit Avenue, expanded from the original Minneapolis Ghost Walk.
• Red Wing Ghost Walk (Minnesota) Minnesota ghost walk in Red Wing, added as part of the Minneapolis-led Minnesota expansion.
• Stillwater Ghost Walk (Minnesota) Minnesota ghost walk in Stillwater, added as part of the Minneapolis-led Minnesota expansion.
• Bayfield Ghost Walk (Wisconsin) Bayfield, Wisconsin haunted history tour originally developed by ghost author Virginia Hirsch. Priced $20-$25.
• Lake Geneva Ghost Walk (Wisconsin)

Quantifiable outcome

• 4.9 average rating from 2,847 reviews
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators8 records

Recent moves12 records

Expansion highlights6 records

Emerging players

• Free Tours by Foot: Tip-based walking tour operator in many U.S. cities with historical and 'dark history' themed routes. Comparable as a competing low-cost walking tour alternative in several of American Ghost Walks' destinations (Chicago, New Orleans, San Juan).
• Walks (Walks of Italy / Walks USA): Small-group guided walking tour operator in major U.S. and European cities with historian guides. Comparable in premium small-group walking tour format and use of expert storytellers, though broader in theme (not paranormal-focused).

Broad incumbents

• GetYourGuide: Major global tours and activities marketplace carrying ghost tours and sightseeing experiences in most U.S. cities American Ghost Walks operates in. Functions both as a potential distribution partner and as a competitor driving price discovery for similar experiences.
• Airbnb Experiences: Platform hosting local guided experiences including paranormal-themed walks. Comparable as an alternative discovery and booking channel that competes for tourist entertainment dollars across American Ghost Walks' destinations.
• Viator (Tripadvisor): Global online marketplace for tours, activities, and attractions, including ghost tours. Comparable as the dominant third-party distribution channel where some ghost tours (though not American Ghost Walks) generate bookings, and a competitive alternative to the company's direct booking site.

Direct peers

• US Ghost Adventures: Largest multi-city ghost and haunted history tour operator in the United States, running tours in 20+ cities. Most directly comparable peer to American Ghost Walks by city footprint, product mix (walking and bus tours), and DTC booking model.
• Ghosts & Gravestones: Operates ghost tours in Savannah, Charleston, Key West, St. Augustine, and Nashville with both walking tours and haunted trolley/bus experiences. Closely comparable in bus-tour-led premium product format (e.g., American Ghost Walks' Chicago Hauntings Ghost Bus).
• Ghost City Tours: Multi-city U.S. ghost tour operator with walking tours in Savannah, St. Augustine, Charleston, Key West, and others. Directly comparable in format (guided walking ghost tours) and target customer (tourists seeking authentic local haunted history).

Regional players

• New Orleans Ghost Adventures: Ghost tour operator focused on New Orleans' French Quarter and Garden District. Directly competes with American Ghost Walks' 2023 New Orleans launch in the same neighborhoods with overlapping paranormal storytelling themes.
• Haunted History Tours (St. Augustine): Long-running ghost and haunted history tour operator based in St. Augustine, Florida. Comparable as a regionally dominant, founder-led ghost tour brand in a single historic market, similar in heritage and storytelling positioning to American Ghost Walks' acquired regional brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/AmericanWalks
• Facebookfacebook.com/americanghostwalks
• LinkedInlinkedin.com/company/american-ghost-walks
• Instagraminstagram.com/americanghostwalks

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about American Ghost Walks